Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Nov11-Article7-Standardization Vs Adaptation Of Marketing Strategy - A Qualitative Study
- Price : 80.00
- Published on November 2, 2011
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Standardized Marketing Strategy universally has resulted in a mixed outcome-Success as well as failure. Specifically, the success or failure depends on the following questions (a) Is the Standardization Marketing Strategy approach workable, irrespective of the country of origin? (b) Do the brand names play a significant role with regard to the cultural vignettes of a country? (c) How is the Packaging issue taken care of globally? (d) Can the same Advertising campaign be used universally? Why and Why Not?. The above questions have surfaced a way for a debate whether Standardization or Adaptation is the need for an effective Marketing Strategy. This paper attempts, in a qualitative approach such as in-depth interviews, brainstorming sessions, focus group, to establish some relationships between select parameters and the Standardization issues. This paper also figures out arguments and based on those arguments, specific hypotheses were defined, which could be tested as a future scope of study.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.